By  on June 18, 2014

The retailer Beauty Brands — now under the direction of former Ulta Beauty chief executive officer Lyn Kirby — is adding numerous labels to its assortment as it vies for a larger share of the beauty business.

Kirby, who holds the title of ceo and who is part of a team that bought a controlling interest in the company last year, is taking advantage of an opportunity to upgrade the selection, said industry observers. She executed a similar strategy while at Ulta, expanding the assortment from drugstore fare to premium brands. The timing is fortuitous, as a handful of retailers, such as Henri Bendel, are exiting the beauty category.

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